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What a concept

Hazel Marie’s to open contemporary-modern fashion boutique in uptown Creston

Published: Monday, Aug. 11, 2014 11:14 a.m. CDT • Updated: Monday, Aug. 11, 2014 5:52 p.m. CDT
Hazel Marie's, 105 N. Elm St., a modern-contemporary image brand started by Jennifer Marie Shirbroun and her mother Darlene Hazel Riley opens its first concept store Aug. 28.
Creston High School graduate Jennifer Shirbroun models clothing sourced from the Los Angeles Design District, which will be in stock at her new concept boutique Hazel Marie's.

With the launch of its fourth location, residents of southwest Iowa now have greater access to the Hazel Marie’s boutique shopping experience.

Hazel Marie’s is an image brand developed by Creston High School graduate Jennifer Marie Shirbroun, 29, of Coon Rapids. Together, with her mother and The Wishing Well owner Darlene Hazel Riley of Creston, Hazel Marie’s first concept store, 105. N. Elm St., will open Aug. 28.

Fashion forward

“I visualize it as modern contemporary,” Shirbroun said.

Shirbroun described the clothing as “all things classic, chic and sophisticated with a modern edge. Wearable cuts with a modern and contemporary twist.”

Hazel Marie’s clothing is currently sold at The Funky Zebra in Ankeny and Valley Junction, with accessories and home decor at their Urbandale location. At Valley Junction, Hazel Marie’s offers “boho-chic” clothing, which combines colorful, detailed, folk-inspired details of the 1960s with an upscale quality and modern fit. In Ankeny, Hazel Marie’s showcases more modern and trendy clothing that appeals to women of all ages.

In Creston, Hazel Marie’s will offer clothing for women of all shapes and sizes. Shirbroun said the clothing will range from blouses and tanks to cardigans and ponchos.

“I am a jacket person and I love layering,” said Shirbroun. “It will be stuff that can be made into multiple outfits, starting with something basic and adding piece after piece.”

Shirbroun said the Hazel Marie’s Facebook page will showcase lots of photos to show women how to change the look of a single piece or work multiple pieces of clothing and accessories together.

“You can wear any piece of clothing and look any way you want,” Shirbroun said. “It depends on what shoes you wear and how you accessorize it.”

Growing a brand

Instead of having “a little bit of this and a little bit of that” in the store, Hazel Marie’s caters to a niche market of fashion-forward women.

“Everything has to fit in this look,” said Shirbroun. “I’d rather build it based on a vision and draw the people to the vision.”

And, so far, it has worked.

Shirbroun and Riley started Hazel Marie’s as an online accessories boutique which quickly expanded to brick and mortar locations. When describing how she has grown her brand to become its own store, she credits her partnership with The Funky Zebra with helping her launch her brand.

“It’s been great,” Shirbroun said. “I feel like I have my own vision. Even up in the Des Moines area, people seem to like it.”

Shirbroun said Hazel Marie’s is different than other stores in Southwest Iowa and hopes it will be well received.

“To me, shopping is as much about the aesthetics as it is about the merchandise,” Shirbroun said. “It’s really important to me how the place looks. It’s got to be clean, it’s got to be shoppable, it’s got to be visual.”

Shirbroun sources most of Hazel Marie’s clothing out of the Los Angeles Fashion District, which is Southern California’s premier location for apparel, accessories and textiles. Other than quality, Hazel Marie’s biggest success falls on its prices, with the majority falling in the $15 to $45 price range.

Hazel Marie’s is about making all women of any age feel beautiful and fashionable.

“It’s not just about the clothing,” Shirbroun said. “It’s the about the entire experience you are going to get when you are there shopping.”

For updates, follow Hazel Marie’s on Facebook at www.facebook.com/pages/Hazel-Maries/516134761849757.

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